Intermediary Purchasing from the Producer of the Product

Obtain Steps: The Obtain steps include all activities preceding the selling of the product. These activities include the costs of identifying potential suppliers and stocking the product.

3. Intellectual: Segment customers on the basis of their current knowledge and understanding of the company and its products

Familiarity with specific product

No. SIC Year Note
1 2082 2004 InBev is the new No. 1 in the world of beer. The beer empire produces 161 million barrels a year, compared with rival Anheuser-Busch's 130 million. InBev has a major presence in far more markets than its US rival. Its top brands in Europe include Stella Artois, Becks, and Bass. In Latin America, it owns Skol, the world's No. 3 beer brand.
2 2086 2004 PepsiCo initially expanded its frame of reference from cola drinks to all carbonated beverages and only later moved into nonalcoholic, nondairy ones.
3 3577 2005 Hewlett-Packard aims to streamline operations in its main inkjet and copier business and shift capital to new high-growth markets. These markets include graphics production, color laser printers and multifunction printers for businesses.
4 3661 2004 Vodafone Group demanded that suppliers of mobile phones comply with technical and design requirements in order to sell to the company. Suppliers Motorola, Samsung and Sony Ericsoon quickly fell in line to avoid alienating their customer. Service providers help suppliers develop the phone and offer customers substantial subsidies. Vodafone hopes to control the look and feel of the phone and place its software inside. The company wants menu options to be identical and the software to promote add-on services. As the market is largely saturated, new growth will come from the sale of services; the company's new third generation phones can make video calls, play music tracks and pinpoint users locations. Nokia resisted the new efforts, especially putting the Vodafone logo on the front of the phone and adding links to the website. In retaliation, Vodafone left Nokia out of the advertising blitz, supporting rival Sharp instead, eventually, Nokia was forced to give in to remain competitive in the mobile phone industry.
5 3944 1993 Mattel and Fisher-Price announced merger. Now Fisher-Price toys are able to be marketed overseas.
6 6141 1990 Visa's new ad campaign is its first-ever directed to merchants, to convince them that American Express's higher fee to merchants is exorbitant. The ad campaign will be a direct-mail package to 250,000 merchants, asking them to remove all American Express.

<<Return to Obtain Steps